In a groundbreaking achievement, Punjabi music icon Shubh has become the first Indian artist to be named a Global Brand Ambassador for climate advocacy by the United Nations Framework Convention on Climate Change (UNFCCC).
The announcement was made at the 29th Conference of the Parties (COP29), marking Shubh’s official role in promoting global awareness of climate change and driving sustainable action.
Shubh now stands alongside international celebrities like Leonardo DiCaprio, BTS, Billie Eilish, and Coldplay, who actively collaborate with the UNFCCC on climate initiatives. As the ambassador for the UNFCCC Digital Climate Library (DCL), Shubh will use his massive global reach to champion the preservation of critical climate knowledge.
With over 20 billion digital impressions and 5 billion music streams, Shubh’s popularity positions him uniquely to connect with younger generations worldwide. His music, deeply rooted in cultural themes, makes him an influential advocate for climate awareness.
Reflecting on his role, Shubh said:
“Growing up in an environment of academicians, I’ve always understood the importance of building a sustainable knowledge bank. Through this role, I hope to use my platform to raise awareness about climate change, share knowledge, and inspire sustainable living for all species on our planet.”
The UNFCCC Digital Climate Library, in collaboration with Arts Help, is dedicated to digitizing and preserving the organization’s archives. This initiative ensures accessibility to climate knowledge, empowering educators, policymakers, and activists to address global warming effectively.
Jingwen Yang, Information Management Officer at the UNFCCC, praised Shubh’s appointment:
“Shubh exemplifies the power of art in preserving critical climate archives and engaging global audiences to safeguard historic information for future generations.”
Shubh’s new role underscores the transformative power of art in addressing climate challenges. By amplifying diverse voices and connecting global audiences, he inspires a new generation of climate activists to take meaningful action.
With Shubh at the forefront, the UNFCCC’s mission gains a vibrant and influential voice, proving that cultural icons can be pivotal in driving sustainable change.
